Proposal

7 November 2017

Keystone Bank
Repositioning the bank
for growth
We build brand advantage
Contents

• Introduction
• Repositioning Keystone Bank
• About Industry
• Project plan and budget
Introduction

We are pleased to submit this proposal to

support the Sigma Golf-Riverbank consortium
with a brand-led transformation programme
for Keystone Bank that will enable it to ‘actualise
its full potential’ following its buy out from
the Asset Management Corporation of Nigeria.

We are Industry, an international strategic

branding consultancy headquartered in
London, one of the creative capitals of the
world. Our team of brand experts bring in-depth Project Lead Senior Counsel, Nigeria
expertise and a proven track record in financial
services branding together with an international Sholto Lindsay-Smith Barrister Emeka Oscar Albert
Chief Executive Officer, Industry Toofinique
perspective.

We will be supported on the ground in Nigeria

by consultants from Toofinique, who will provide
local counsel and project management support.
Repositioning
Keystone Bank
The foundation for future success is now in place

“
The past The future
The emergence of the
Keystone Bank was set up following Sigma Golf Nigeria and Riverbank
the revocation of Bank PHB’s banking Investment Resources (Sigma Golf Sigma Golf-Riverbank
license by the Central Bank of Nigeria
in 2011. Bank PHB was formed in 2005
Riverbank consortium) emerged from
a group of eighteen interested
consortium will bring
by the merger between Platinum Bank
Plc and Habib Nigeria Bank Plc .
investors with a winning bid to buy
nationalised Keystone Bank.
a new lease of life with
the expected injection
The Asset Management Corporation of The new investors will further
Nigeria, which was established to strengthen the bank’s highly of fresh capital that
house, restructure and dispose of the
country’s non-performing banking
experienced team of professionals
by drawing in new talent from across would position the bank
assets, subsequently capitalized
Keystone Bank and appointed a new
the industry and are committed to
repositioning the bank to serve its
to play competitively in
board and management team. customers better and create enhanced the banking space and

”
value for all stakeholders.
actualise its full potential.
The bank would benefit from developing a more focused
proposition that will shape a distinctive customer experience

The experience does not live up to the promise

Keystone Bank has declared a strategy to be a technology and
pay off line our passion
service-driven bank that delivers convenient and reliable banking
solutions. To be credible, it must be a technology leader, with a
state-of-the art banking app and website.
mission core values
our core pillars vision

Complex messaging
The bank has a complex and long set of principles that underpin its
brand, which will be hard for employees to remember and therefore
hard to act on. Rationalisation and simplication of the messaging
will help the bank be clearer about what it stands for.

Inconsistency
The bank is inconsistent in its communication of messages it uses
in its promotional material.
A more unified approach to the management of the banks brand and digital
presence will allow it to capture synergies across different markets

The bank has started to roll-out its logo across its

different markets, and the use of the blue brand
colour helps to provide some glue. But there is the
potential to create a much stronger brand synergy
through the development of brand guidelines and
common templates.

Keystone Keystone Bank Sierra Leone

KBL Insurance Global Bank Liberia

The brand identity does not inspire confidence

There is a underpinning rationale behind the name and logo There is no consistent look to the bank’s communications. If you
of the bank, but the quality of its execution looks amateurish covered up the logo you would not know who the communication
and undermines confidence and trust in the bank. was from. A strong identity goes much deeper than the logo. It
should have a coherent graphic style that both inspires confidence
and is instantly recognisable through its use of colour, typography,
graphics and choice of imagery.

Keystone - Literarily suggests that an object, system or philosophy

is indeed born to hold together all the pieces
that helps with its success.

The Keystone Bank Logo is a motif made up of interlocking

stones which represents; safety, trust, strength and service.

Heavy promotion features at the expense of strong brand imagery.

This detracts from the ability to build up long term brand value.
As leaders in technology and service, Keystone Bank should have the
best website and banking apps in the market.

The website is the modern shop window to the

bank. It needs to project a strong and confident
image and make the bank’s services easy to access.

The current site is not responsive so does not work

as it should on mobile devices. The content becomes
lost and illegible.

Dropdown menus and visual styling are currently

broken, meaning navigation is impeded and the site
appears unprofessional.

Content segmentation is simple and clear, which is

positive, but the design and UX elements of the site
detract from this simplicity and could work harder
at providing a clean user journey.

Application processes for new accounts are very

clunky, making use of disconnected platforms and
downloadable forms. This would benefit from
digitisation to provide a more sophisticated user
experience and to encourage sign-up.
Many of the bank’s competitors have developed
a more considered approach to brand
Why consider the brand now?
The time is now right for the bank to consider its brand. Now under its new ownership,
a brand-led transformation process can help the bank to:

• Signal the banks transformation to the market

• Engage its employees in delivering an exceptional service

• Communicate a distinctive proposition that will help it win new customers

• Provide a catalyst to drive operational change aligned to the proposition

• Unify and strengthen its brand presence across Nigeria, Sierra Leone and Liberia
About Industry
Industry is an
independent strategic
brand consultancy

Awards
We build brand advantage

Brand is a powerful catalyst for change and provides

a tool to help align all of the bank’s resources on
delivering a powerful proposition to market.

We work with the leadership team to align employee

actions, communications, operational delivery and
the end customer experience, ensuring it delivers on
the proposition.

Brand
proposition
Employees Communications Operations Experience
We bring an international perspective to every project

London

New York

Bahrain

Singapore

Mauritius

Sydney

Industry brings a global perspective

Industry offices
to its work and insight on emerging
Industry partner offices
trends and best practice.
Delivering global best practice to Nigeria

The project team have worked with leading

financial services organisations and banks
around the world. The sharing of best
practice insights can help organisations
to leapfrog local competition.
Thought leadership

We regularly conduct research and

publish articles on bank branding.

Research Report
Spotlight on Bank Brands
Case studies and
relevant experience
 Commercial Bank of Qatar

Positioning a regional banking

leader for future success
Commercial Bank of Qatar

38 years ago Commercial Bank opened its doors At the heart of the new brand is a bold promise,
in Doha, Qatar – the first private sector bank in ‘everything is possible’ which captures the spirit
the country. This was the first of many ‘firsts’ of entrepreneurship and innovation that has
the Bank has achieved over the years. characterised the bank over the years.

Anticipating the next generation of digitally The evolved brand identity gives prominence to
empowered customers, Industry helped to the iconic four-crescent symbol. A new colour
position Commercial Bank for the next phase palette which takes its cue from the different times
in its growth. of the day – dawn, day, dusk and night – represents
the 24-hour service offered by the bank.

The brand was carried through every touchpoint of

the bank – from Website to ATM to Branch. A world
first was the introduction of the LED bank branch
signage which displayed the changing colours of
the brand.
Everything is possible
Dawn Day Dusk Night
Detailed analysis of customer needs, mapping of customer
journeys and wireframing underpinned the new site design
The rebrand resulted in a positive
shift in image and reputation

Brand positioning
The new positioning for Commercial Bank of Qatar – defined OU
ERS RC
OM
as ‘everything is possible’ – was interpreted for each audience. OM

Respond
T M

rs
Peop rt
S

quickly
UN

’s
avou
o
U

e
Supp
C

ende l
R

IT
Ge idea

ne se
OU

Y
ne s

in tho
ed
rat

lp
e

He
P
An g Qa rom
tic a tin ity tar oti ich
nee ipate Cre ortun OU
’s V ng Enr lture
ds p RC isi cu
on
op ME
RS OM our
Brand metrics - Reputation and image CUST
O M
UN

IT
OU

Y
D REGULATORS
Exemplify
Drive
good

ND REGULATORS
innovation
Category Measure Description Change governance

OUR P
rep liability
1. Image Everything is possible Successful/innovative/ +18%

ex ering
Bu tation

RS A

Deli
A
a

c
R

O
LDE

e
ing

l
helps me achieve goals

v
lenc
NER
re

U
Enha

EH
d
sent n

AR
Repre

l
capa ce

for

R
i

SH

e
S
Qatari

A
city

P
OU
2. Distribution Channel Excellent service +25% ence

ART
RS
excell

E
Service Helpful/problem solving +26% OUR PEOPLE

N
OL

ERS
in A
+21% sta e Va dd

H
3. Products Product Simple/good u
Realising
lu

RE
S alu on potential e
v ati
Price/value Rates/returns/value +31%

A
cre

H
Pro

S
a p vide
Set nal

R
o
4. Communications Communication Clear/likeable +15% wo sitive

U
io
irat ls

O
env rkin Build p
iro g a s
nm
successful goa
ent
5. Community Qatar Understand Qatar/ +21% careers
Youth My community +41%
Bank for young people OUR PEOPLE
 Ghana Commercial Bank

A new proposition for Africa’s

most welcoming bank
Ghana Commercial Bank

The delivery of a superior and welcoming service

was central to GCB’s new proposition. Industry
developed a full staff engagement campaign to
embed the new brand ahead of the launch. The
campaign included a film, cascade briefing toolkit
with a presentation, interactive exercises and
Q&A.
Africa’s most
welcoming bank
Relevant experience

Close Brothers QADIC Aegila

Industry developed the brand identity and Industry created a new website and brand identity Industry created the name, brand and website for
guidelines for Close Brothers Asset Management, for the newly formed Qatar Abu Dhabi Investment Aegila, a newly formed Investment firm backed by
a division of Close Brothers, which positions itself Company. The fast-track project was completed BBK and Osool.
as a Modern Merchant Bank. in 8 weeks.
Relevant experience

Nexia International Helios Towers Africa Cluttons

Industry developed a new brand proposition Industry developed the market proposition, Industry created the brand identity for property
and identity for Nexia International, the top 10 values and internal communication programme consultancy, Cluttons, helping it to consolidate
$3.1billion global accountancy network. The for Helios Towers Africa, following the expansion its leading position in the Middle East and
identity link device forms a visual expression of the telecom towers business across Africa. North Africa.
of the strapline ‘closer to you’.
Project plan and budget
Brand programme workstreams

1 2 3 4 5 6
Brand audit Brand research Brand strategy Brand identity Website Communicating
and positioning and manual the new brand
positioning
Workstream 1
Brand audit

This stage of work will benchmark the bank’s current Step 3. Digital review
positioning versus its competitors. Specifically, it will: Review of the bank’s use of digital including: Deliverables

• Understand the overall business strategy for the bank • Review of website user journeys to • Fully documented audit detailing strengths,
test functionality and ease of use weaknesses, opportunities and threats
• Establish the key brand strengths and weaknesses
• Review of search engine performance • Presentation setting out audit findings and
• Benchmark the bank’s brand against its competitors recommendations for the development of the brand
and web analytics
• Identify implications for the rebrand
• Review of Facebook, LinkedIn, Twitter, Instagram

Step 1. Management interviews

Step 4. Competitor benchmarking
One-on-one meetings with the CEO and divisional heads to
Review of competitor bank brand positioning in the region
understand the business strategy and priorities for each
including:
division.
• Best practice and new innovations
• CEO briefing session
• Websites
• Divisional head interviews
• Literature and advertising
• Subsidiary head interviews

Step 2. Brand and communications review

Audit of all branded applications and communications to
identify the scale of the rebrand task and opportunities for
rationalisation of materials and improvement to the
customer experience.
Workstream 2
Brand research

The brand research will identify the core attributes

and drivers that will inform the value proposition. Deliverables
Brand dashboard
March 2012

• Research report
Step 1. Review existing research The brand dashboard provides a baseline Specifically, the dashboard metrics cover: In order to support customer acquisition, the bank must
- Brand awareness (Have people heard of us?) maintain its awareness and drive-up brand consideration.

Review of existing research to establish any additional

measure and competitive benchmark for In order to secure high brand advocacy - where customers
- Consideration (Would people do business with us?)
evaluating brand performance. It also sets recommend the Bank to their friends and family - the Bank
- Advocacy (Would customers recommend us?)
performance targets that will focus brand must deliver a positive customer experience. In the new social
- Customer satisfaction (How satisfied are our customers?) networked era, brand advocacy is the key to the long term

research requirements for the brand programme.

communications and efforts to enhance sustainable growth of any service organisation, and it should
- Customer experience (How do existing customers rate the
the customer experience, with the end experience of our channels, service, products, reputation,
be considered the primary goal.

goal of building a brand that outperforms communications?) The management of the brand should be seen as a continuous
process and external research should be conducted post-launch
its key competitors. - Image (What characteristics and qualities do people
and then on a six monthly basis to evaluate progress and
associate with us?)
fine-tune service delivery.

Step 2. Customer research

Brand awareness Brand advantage (English speaking) Brand advantage (Arabic speaking)
I know the Bank I am a customer/would consider being a customer I am a customer/would consider being a customer

100 80 80

Qualitative customer research to establish current 96%

Target
December 2012 Target
December 2012 70% Target
December 2012 70%
90 60 60

perceptions and benchmark satisfaction levels. 95% 96% 57% 67%

47%
70%
80 40 40
Baseline Benchmark Baseline Benchmark Baseline Benchmark
February 2012 February 2012 February 2012 February 2012 February 2012 February 2012

• Business customers x 20 depth interviews Customer satisfaction Net Promoter Score

Overall satisfaction with my bank (very/somewhat) How likely I am to recommend the bank to friends and family

80 10
Target
December 2012 70%
• Retail customer survey conducted online 60

40
0
Target
December 2012 +1%

20
-10
-4%
0
51% 64% -20
-20%
Baseline Benchmark Baseline Benchmark
February 2012 February 2012 February 2012 February 2012

Step 3. Setting of KPIs

Key driver of satisfaction Desired new associations
Development of KPIs and brand dashboard to Baseline
February 2012
Target
December 2012
Baseline
February 2012
Target
December 2012

The bank shares my values 00% 00% Approachable 00% 00%

measure the performance of the brand. Commitment to finding better ways to serve me
Solves problems effectively and quickly
00%
00%
00%
00%
Inspires confidence
Successful
00%
00%
00%
00%
Communications which are clear and informative 00% 00% Reliable 00% 00%
The bank is committed to the future of Qatar 00% 00% Safe 00% 00%
Products that are clear and simple to understand 00% 00% Ambitious 00% 00%
Easy access to knowledgeable staff 00% 00%
Products that are flexible should Image weaknesses to address
my needs change 00% 00% Baseline Target
February 2012 December 2012
Products that are new and innovative 00% 00%
Helpful 00% 00%
The bank gives something back
to the community 00% 00% Modern 00% 00%
Never makes mistakes or errors 00% 00% Innovative 00% 00%
Easy to manage transactions online,
in branch or phone 00% 00%
Image strengths to maintain
Brings me ideas about my money 00% 00%
Baseline Target
February 2012 December 2012
The best rates and returns for my products 00% 00%
Presents information in a useful way so Efficient 00% 00%
I can understand my finances 00% 00% Straightforward 00% 00%
Attractive branches 00% 00% Proactive 00% 00%
(% of customers who agree)
Workstream 3
Brand strategy and positioning

Building on the insights from the brand audit, the third Step 2. Workshop with senior management
stage in the brand process will assist the bank to identify Workshop with the senior management team to evaluate Deliverables
a competitive brand positioning and framework that will: the merits of the alternative positioning scenarios.
• Agreed brand strategy
• Differentiate the bank from competitors • Brand narrative
Step 3. Brand narrative
• Provide a clear framework for aligning its people, • Strapline
Definition of a full brand narrative, setting out the bank’s
operations and customer experience around the
journey and its future ambition, which provides a
delivery of a compelling proposition
compelling reason to believe in the bank’s future and
Brand framework
• Make the full range of services in the bank easy substantiates the bank’s positioning.
to understand
• Definition of a messaging strategy for each of the
bank’s key audiences, that expands on the core
Step 1. Brand positioning scenarios positioning, to inform the future brand advertising
Development of a range of positioning scenarios, and PR activity.
using a proven brand framework, which identifies: Proposition
Point of
differentiation, e.g. service
• Definition of proposition

• Definition of core purpose Purpose

Our reason for being

• Definition of core values

Attributes
Our core assets and features that
• Definition of core attributes substantiate our proposition

Values
Our values and beliefs that characterise
our culture and personality
Workstream 4
Brand identity and manual

The fourth stage in the brand process will deliver a new Step 3. Development of the preferred concept Step 6. Colour proof tests
brand identity that: Development of the preferred identity concept, including Undertake two rounds of lithographic printing proofs to
the tone-of-voice, that will help express the personality establish the correct colour breakdowns for the new brand.
• Brings the desired brand positioning to life
of the bank through all written communication.
• Creates impact and standout in the market Demonstration of the preferred concept across further Step 7. Create identity artworks
applications, including: Creation of artwork and templates:
Step 1. Brand identity system • An advertisement • Word and PowerPoint templates.
Development of initial concepts for the logotype and
the use of colour, typography, imagery, graphics and • Stationery • Logo artwork
illustration that together form the brand identity system. • Annual Report cover
Demonstration of three initial concepts working in Step 8. Create brand manual
application on: Write and produce a 45-page brand manual detailing
Step 4. Art direction of photoshoot (optional)
• A business card Selection of photographers and preparation of a brief for a all aspects of the new brand identity to be delivered
photography shoot to create a unique photography library as a PDF.
• A marketing leaflet
for the new brand.
• A digital application
Step 5. Develop detailed design specifications Deliverables
Step 2. Review of concepts Development of detailed design specifications for
• Brand guidelines
Presentation of three concepts to the senior management all aspects of the brand identity system.
team for review, with a clear recommendation on the most • Brand artworks and templates
promising route.
Workstream 4
Brand Manual Contents

Positioning and core values numbers, use bullet points, pull out quotes and adding • Interior wayfinding • Full page news ads ( Full colors / BW)
Overview of brand positioning. emphasis. • Door sign • Recruitment ad (Full colors / BW)
• Core purpose • Floor directory • Point of sale posters
• Proposition Paper recommendation
• Value statements Recommended paper stocks. Workwear Brochures
Specifications for the application of the brand to Standard templates for brochure cover layouts
Naming and brand architecture Stationery workwear items. providing fixed positions and scales for the
Philosophy behind brand name and guidelines for Detailed specification for the application or the creation • Service staff uniforms application of the logo to ensure consistency across all
the creation of names for divisions, sub-brands and of corporate stationery. • Staff ID cards communications
services. • Business cards • Name badges in sizes.
• Letter head • Corporate profile template (A4)
Logos • Agenda Exhibition materials • Leaflet template (DL)
Logo variants for print and digital applications with • L envelope Guidelines for the application of the brand and • Brochure template (A5)
detailed specifications for scaling, positioning and • A3, A4, A5 and DL envelopes production of exhibition panels and popup banners.
exclusion zones. • Notepad • Booth Digital
• Brand logo philosophy • CD sticker and cover • Popup / backdrop • Principles for applying the brand elements to digital
• Brand logo visibility requirements • Folder • Leaflet table stand media.
• Brand logo background control • Invitation card • Website interface (UX, content, development
• Brand logo spot color • Mailing label Merchandising / Gift Items not included)
• Stamp background control Guidelines for application of the brand graphics to • App interface (UX, content, development not
• Minimal allowed print size of the logo Environments, signage, livery and workwear merchandise and gift items. included)
• Brand logo prohibited usages Detailed specification for the application or the brand • VIP gift box • Web banner template
to environments, signage, livery and workwear. • Tea coasters • Social media icons
Colours • Tissue boxes • Banner advertising template
Colour palettes and usage principles. Environments • Pen • E-signature
Specifications for application of brand graphics to • Wall calendar
Typography & fonts physical environments and assets. • Tent calendar Cards and cheque books
Details on typefaces for print and digital. Specification • Mobile branch • Paper bag Specifications for application of the brand to cards and
for the use of font sizes and weights for headlines, body • ATM unit cheque books.
text, pullout quotes etc. • Branch interiors Corporate marketing and advertising • Bank cards (up to three cards)
Grid systems and details for applying the brand • Cheque books
Photography / illustration / cinematography Signage elements to brochures, advertising and posters.
Style guidelines and examples of photography, Signage specification for
illustration and cinematography. the creation and application of signs. Advertising
• Exterior branch signage Grid systems for advertising including templates
Tone of voice and writing style • Exterior wayfinding for the creation of print advertisements and branch
How we write about the bank. How to set dates and • Interior brand signage posters.
Workstream 5
Website

This stage of work will result in the design and Step 3. Creation
development of a new website which: Creation of website design and content including: Deliverables

• Positions the bank as a technology leader in Africa • Creation of website homepage concept • Fully responsive corporate website built on open
source CMS e.g. SilverStripe
• Makes the bank’s services easy to access • Detailed design of templates/modules

• Generation of new content

Step 1. Identification of business and user needs
Workshop with key internal stakeholders to identify • Production of detailed developer guidance notes
business priorities for the website and map customer user
needs and online user journeys. Step 4. Development
Build of the new website, including:
Step 2. Strategy and UX • Initial set up of CMS environment and database
Development of website strategy, which includes:
• Front and back-end coding to implement the chosen
• Creation of information architecture and outline of site design and functionality
key site pages and content relationships
• Population of content
• Wireframing page designs for top level templates
• Testing, bug fixing and deployment to hosting
• Functional requirements gathering and prioritisation environment
of functionality for the website
• Launch
• Production of detailed technical specification,
including specification of CMS
Workstream 6
Communicating the new brand positioning

The final stage of the brand project will launch the new Step 2. Launch campaign
brand and help the bank establish its new positioning both Develop external launch and communication campaign, Deliverables
internally and externally. Specifically, it will provide a including:
• CEO presentation
launch campaign designed to:
• Development of external communication • Brand book
• Inspire employees and ensure they understand their launch strategy
• Line manager briefing toolkit
role in delivering on the brand proposition
• Development of integrated brand advertising • Internal posters x 6 executions
• Launch the brand to the market and sustain front of campaign covering press, outdoor, digital and TV
• Integrated advertising and brand campaign
mind awareness with the bank’s key audiences
• Customer announcement and mailing • Customer mailing
• Align all of the banks’ communications, marketing
• Suite of product literature x 18 product brochures
and sponsorship activities with the brand proposition Step 3. Alignment of communications and
marketing activity
Step 1. Internal campaign and collateral Review of existing communications and marketing activity
Develop internal communication programme and against strategy, including:
supporting collateral, including:
• Identification of opportunities for rationalisation of
• CEO launch presentation and supporting narrative promotional materials

• Line manager cascade briefing kit • Redesign and writing of core marketing collateral,
including product brochures
• Brand book that captures the bank’s story and new
positioning, mission, vision and values • Review of current sponsorships and events to ensure
best fit and alignment to the positioning
• Internal posters
Project schedule

Workstream 1
Step 1. Management interviews
Step 2. Brand and communications review
Step 3. Digital review
Step 4. Competitor benchmarking

Workstream 2
Step 1. Review existing research
Step 2. Customer research
Step 3. Setting of KPIs

Workstream 3
Step 1. Brand positioning scenarios
Step 2. Workshop with senior management
Step 3. Brand narrative

Workstream 4
Step 1. Brand identity system
Step 2. Review of concepts
Step 3. Development of the preferred concept
Step 4. Art direction of photoshoot (optional)
Step 5. Develop detailed design specifications
Step 6. Colour proof tests
Step 7. Create identity artworks
Step 8. Create brand manual

Workstream 5
Step 1. Identification of business and user needs
Step 2. Strategy and UX
Step 3. Creation
Step 4. Development

Workstream 6 (optional)
Step 1. Internal campaign and collateral
Step 2. Launch campaign
Step 3. Alignment of business as usual communications and marketing activity

Jan 18’ Feb 18’ Mar 18’ Apr 18’ May 18’ Jun 18’ Jul 18’ Aug 18’ Sept 18’
Project budget
USD USD
Workstream 1 Workstream 5

Step 1. Management interviews $10,000 Step 1. Identification of business and user needs $9,000

Step 2. Brand and communications review $8,000 Step 2. Strategy and UX $27,000

Step 3. Digital review $2,500 Step 3. Creation $38,000

Step 4. Competitor benchmarking $4,000 Step 4. Development $47,000

Workstream 2 Workstream 6 (optional)

Step 1. Review existing research $1,000 Step 1. Internal campaign and collateral $19,000

Step 2. Customer research $25,000 Step 2. Launch campaign $19,000

Step 3. Setting of KPIs $4,000 Step 3. Alignment of business as usual communications and marketing activity $45,000

Workstream 3
Total $451,000
Step 1. Brand positioning scenarios $13,000

Step 2. Workshop with senior management $8,000

Step 3. Brand narrative $5,000

Workstream 4

Step 1. Brand identity system $25,500

Step 2. Review of concepts $5,000

Step 3. Development of the preferred concept $19,000

Step 4. Art direction of photoshoot (optional) $15,000 Notes on budget:

Step 5. Develop detailed design specifications $19,000 The shown fee is an estimate, based on our current understanding of the brief and related scope of work. We will
review the plan and budget together with the client as part of the project. If our fee and the anticipated scope
Step 6. Colour proof tests $13,000 varies we will clear any additional budget with the client prior to starting work.

Step 7. Create identity artworks $15,000 These figures exclude costs for travel, media buying, photography, library imagery, hardware, printing, mailing,
distribution, licensing, web development, sponsorship and event costs. All costs will be agreed with clients in
Step 8. Create brand manual $55,000
advance and charged on without mark-up.
Project team Senior Counsel, Nigeria Project Lead

Barrister Emeka Oscar Albert Sholto Lindsay-Smith

Chief Executive Officer and
Head of Strategy, Industry

Prince Damian Wongo Akinwalere Ayomikun Daniel Jim Northover James Packer
Creative Head, Toofinique Media and PR Strategist, Toofinique Chairman, Industry Chief Creative Officer, Industry

International team

Bahrain Sydney Singapore Mauritius New York

Robert Johnson Debbie Spence Ebrahim Kazi Amaresh S Ramlugan Simon Thackaway
Director, Industry Director, Industry Partner, Industry Partner, Industry Partner, Industry
Project team
Industry

Sholto Lindsay Smith James Packer Jim Northover

Chief Executive Officer and Head of Strategy, Chief Creative Officer, Industry Chairman
Industry

Sholto has over 25 years of consulting A founding partner of Industry, James leads Jim is Chairman of Industry Partners.
experience in branding and communications. and manages all creative output. He has over He pioneered corporate identity and the
A founding partner of Industry, Sholto leads 18 years’ experience working for many of the strategic use of design as a business discipline.
on all strategic output. world’s leading brands – from HSBC to John
Lewis Partnership. Prior to joining Industry, he co-founded
He has worked across Europe, the US, Asia consultancy Lloyd Northover and was the
Pacific and the Middle East in the financial He has worked with several leading agencies company’s Chairman until 2011. He has
services, retail, utility, transport, property acquiring skills along the way in identity, worked for clients in both public and private
and technology sectors. He has worked for advertising, print and digital design. Today sectors in the UK, Europe, Asia Pacific and
some of the largest brands and businesses he brings these skills together, helping to the Middle East.
in the world including John Lewis, HSBC, orchestrate integrated brand solutions for
Commercial Bank of Qatar, China Light & clients. His financial services experience
Power, LTA Singapore, Xcel Energy, RBS, CBQ, includes RBS, Natwest, BNP Paribas,
BNP Paribas and Commercial Bank of Dubai. Coutts, Swiss Re, Ghana Commercial
Bank and Alternatif.
Project team
Toofinique

Barrister Emeka Oscar Albert Prince Damian Wongo Akinwalere Ayomikun Daniel
Senior Counsel, Nigeria Creative Head, Toofinique Media and PR Strategist, Toofinique

Since his call to the Nigerian Bar in 1989, Emeka Albert Damian has over eight-years’ experience working as a Akinwalere Ayomikun is responsible for media and PR
has consulted for organisations across many sectors of brand strategist for clients across telecommunication, strategy at Toofinique. A Civil Engineering graduate,
the Nigerian economy. Early in his career he became retail, media, technology, professional services, he found his passion in the creative world of branding.
the company secretary of a fast-growing savings and healthcare, non-profit, media and arts.
loan institution and then went on to join the Coscharis Before joining Toofinique, he cut his teeth in
Group, rising to the position of General Counsel He has worked for leading brands including Funtuna advertising where he was quickly promoted to
in 2000. Eggs, Slot, HipTv, Smooth Promotions, Animal Care creative director. Today, Akinwalere Ayomikun
Service Konsult, Eagle Eye Communication, Poise handles a range of high profile projects in the creative
In 2003, he co-founded Eagle Eye Communications, an Nigeria, Ilalo Security Company Somalia, Legalpedia, and entertainment industry in Nigeria, including the
advertising and branding agency. In 2005 he founded Keystone Attorneys, Matrix, CACN, AEMA. Abuja Carnival, MTV Base MAMA Awards, and the
Legalpedia, where he is editor-in chief. Commonwealth Nigeria Awards for Excellence. An
Prior to joining Toonifique, Damian spent three years entrepreneur, he is also the founder of Miss Nigeria
Today he is senior partner in Keystone Attorneys, an working for Admechniks before taking a role at Honey Teen Beauty Pageant and the Commonwealth Nigeria
ICT-driven law firm based in Lagos. He is also a director Fountain Consult. Pageant. He also handles the brand image of a number
of several companies, including servicing companies of A-list celebrities in Nigeria.
in the oil and gas sector. He is also a consultant to the He studied Digital Communication and Multimedia
UNODC on Justice Sector Reforms. He has trained at KBU International College and Economics at the
lawyers, law teachers, law students and judges on the University of Lagos.
use of ICT in the legal profession. He has also led a
team of judicial officers to Singapore in 2012 on a
UN-coordinated study tour.

Emeka Albert was trained in the USA, Dubai, Singapore

and the Lagos Business School. He holds a master’s
degree in law.
 Our research Rich, multi-sector experience Creating momentum
Why Industry We provide insights that empower We know how brands need to work from We have the capacity to respond quickly,
decision-makers and help shape critical digital to industrial scale. from research to roll-out, within tight
branding decisions. timeframes.
International perspective
Our people We bring an international perspective to We make it happen
Our experienced team have worked both our work, with experience working across Our focus is always to help our clients
client-side and as consultants for many of different cultures and languages. achieve their goals. Whatever it takes.
the world’s leading brands.

We build
brand advantage